This is the heart of Oomph. And the soul.

We've created some intelligence-using data. Ideally from various sources. Probably from the web and various online marketing campaigns. There may also be the benefit of some well thought through research. Once we have all of this in place it is put through the Oomph Market Intelligence Process (OMIP^TM), which takes all these sources and presents them in a planners' easy to use format. Either that or we have an intuitive brief from our client and are asked to come up with an advertising campaign anyway.

In any event it requires creative and planning to work together with an understanding of the business objectives, consumer segmentation, user experience and media plan. We'll probably write a further brief to pin down the proposition, have that signed off by the client and work hard on understanding the single most important thing we wish our communications channel or activity to do.

Easy peasy....